How Martini tempted consumers to try something different

This event report addresses how Martini, the spirits brand, encouraged consumers in Belgium, Luxembourg and the Netherlands to break their establishing habits and try something new.

How Martini tempted consumers to try something different

Jo Bowman

Martini is an iconic spirits brand with an enviable heritage, but it was suffering from an image problem. Consumers often – at best – associated it with the 1970s, and few drinkers realised that the vermouth could be enjoyed in cocktails, rather than solely as a straight aperitif.

As 2013 marked the brand's 150th anniversary, it was decided that a fresh marketing push could help change this situation. More specifically, the aim was to tap into what Melissa Frank, Bacardi-Martini's global shopper marketing director, called the "connecting with friends" drinking...

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